BlackBerry Wants to ‘Keep Moving’ With Big New Campaign

The much-discussed arrival on Wednesday of the all-new BlackBerrysmartphone and operating system, which have been deemed crucial to the future of its parent company, will be accompanied by a huge marketing campaign that is being described as the largest in the company’s history.

The campaign, with a budget estimated at more than $200 million, will include work from six agencies and the first-ever Super Bowl commercial for the BlackBerry brand, which is to appear during Super Bowl XLVII on Sunday.

In addition to the Super Bowl spot, there will be other television commercials, print and online ads, promotions, public relations efforts, events, a partnership with arts and cultural figures like Alicia Keys, a presence in social media and elaborate digital demonstrations in real time of the new offerings.

The spending will be the most ever for the company “by a long shot,” said Frank Boulben, chief marketing officer at the parent company, which on Wednesday changed its name from Research In Motion to BlackBerry, part of a corporate-wide re-branding.